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Volvo and FamousGrey Release Stylish Alternative to The Ugly Safety Jacket, 2 months, 3 weeks ago

FamousGrey have produced a one-minute ad that shows the making of the fluorescent jacket by tailor Aravinda Rodenburg

Volvo and FamousGrey Release Stylish Alternative to The Ugly Safety Jacket

Everything about the new Volvo S90 breathes design. Except for the standard fluo safety jacket; that ugly thing we all have in the boot of our car. Which is why Volvo and its Belgian agency, FamousGrey set about redesigning the well-known safety jacket and turning it into something stylish. All while living up to the S90’s high standards; fusing both luxury and safety in one stylish package.

FamousGrey called on Aravinda Rodenburg to get the job done. Aravinda is one of only four Belgian bespoke tailors. His brief: design a fluorescent jacket worthy of the Volvo S90 while complying with European safety clothing design standards.

The jacket was therefore created from the same materials as its conventional counterpart: namely fluorescent yellow fabric and reflective grey stripes. Aravinda Rodenburg, however, opted for the cut of a traditional 3-piece suit waistcoat. While buffalo horn buttons add a final touch of refinement.

The result: a top-of-the-range safety jacket, the only one of its kind in the world.

But they didn't stop there. The ultimate in luxury should always come made-to-measure. Which is why each new Volvo S90 owner receives a guide on how to have their jacket professionally tailored. Those who wish can also visit the tailor in order to be measured.

In communicating this campaign, FamousGrey produced a one-minute commercial for broadcast on social networks. The ad recounts the making of the fluorescent jacket by Aravinda Rodenburg. A direct mailer was also sent to a selection of potential customers.

With this idea, FamousGrey not only executed a classic advertising campaign for the Volvo S90 but also helped Volvo perfect their product. 


Advertiser: Volvo Car Belux

VP, National Brand Leader: Kris Vanderhulst

PR and Social Media Manager: Sophie Engels

Clients: Franne Nagels, Manuel De Bolle

Clients (1): Balder D’Hondt, Lolita Swanet

Creative Agency

Creative Agency: FamousGrey

Copywriter: Tom Jacobs

Executive Creative Director: Katrien Bottez

Designer: Aldjia Bessalah

Project Manager: Michael Gannouni (digital), Thomas Vuerinckx, Cato Samyn

Creative Team: Tom Jacobs, Charles-Elie Chauvaux

Print Producer: Marja Donkers

Site Developer: Benjamin Van Maldergem

Strategic Planner: Coppelia de crane d’heysselaer, Sven Houben

RTV: Loes Fierens

Creative Directors: Ad van Ongeval, Jeremie Goldwasser

Business Director : Carola Michiels

Production Company

Production Company Name: FamousGrey Productions

Director: Khaël Touag

DOP: Piet Deyaert

Producer: Frederik Zaman

Costume Designer: Aravinda Rodenburg (Tailor)

Production Director: Emily Rammant

Sound Recordist: Eli Sundermann


Editor: Sven Vanhee, Jasper De Ryck

Post Production / VFX

Graphics: Aldjia Bessalah (Logo Design)

Category: Aircraft , Automotive

Genre: Fashion & Beauty , PR , People , Storytelling , Strategy/Insight